A company gives back in a lot of ways- developing progressive products, sponsoring up-and-comers, hosting events, etc. Even so, it's hard to point out an immediate difference between a company like Armada (which is "core") and a company like Salomon (which is not "core"). Sure, Armada makes only twin tips and sponsors only newschoolers and sponsors only newschool events and has only newschool as a target market, whereas Salomon still produces product, advertising, etc. with the general public in mind. Nevertheless, Salomon sponsors more riders than Armada and puts in a lot more money into the industry in terms of advertising, events, athletes, and so on. And the products of non-core companies are, on the whole, probably still better than those of core companies, although that debate will never end.
All in all, you have to choose between two definitions. A, "core" means that a company is either rider-owned, only produces newschool-oriented equipment, or is in business not just to make money (i.e. to support and further the development of newschool skiing); or B, that "core" is a marketing trick used by the small fish against the big fish, a method to push inferior equipment.
'now i have tendanites in my achelles tendan in my other ancle' - skibrdingbitch